The Valencia Group has partnered with Digital Alchemy for guest communications and social media marketing. The group owns and operates hotels including Hotel Valencia Santana Row in San Jose, Calif., Hotel Valencia Riverwalk in San Antonio, and Lone Star Court in Austin.
“Each property is a remarkable hotel in a unique destination,” said Amy Trench, marketing director for the Valencia Group. “It is essential that each hotel communicates its own personality in the message. This strengthens guest loyalty and establishes the hotel’s lifestyle qualities in our guests’ thinking.”
When guests book a room, Digital Alchemy’s interface with Valencia’s property-management system automatically emails an engaging confirmation. Three days before arrival, the system sends a pre-stay welcome email that spotlights local events and highlights the area as well as the property’s dining and nightlife.
At checkout, Digital Alchemy sends guests a property-themed ‘Thank You’ email with an eSurvey that delivers valuable feedback to each property. “They are a great marketing partner.”
Valencia Group goes a step further to nurture VVIP guest relationships in ways that strengthen guest loyalty and drive repeat business. Digital Alchemy mines the guest history at each property. It then sends branded, personalized email promotions that target each client’s expressed activity or dining interests for specific properties.
Once guests arrive at a Valencia property, Digital Alchemy helps ensure they have what they need to make their stay enjoyable. “We recently tested Digital Alchemy’s iNeed mobile concierge system at Hotel Valencia Riverwalk,” said Trench. “iNeed lets guests request anything they want via their mobile device from housekeeping services to requesting their vehicle. iNeed was so successful we will launch the service at all of our hotels this year.”
Social media is a large part of Valencia Group’s digital marketing for hotels. Valencia relies on Digital Alchemy’s SocialREV platform and services to communicate each property’s social media campaigns. “Each hotel has its own Facebook, Twitter and Pinterest pages,” said Trench. “Each of our hotels’ director of marketing is responsible for managing those pages and Digital Alchemy’s SocialREV solution helped us move to another level in guest relationships. Today, SocialREV manages our social media marketing for hotels and keeps each property’s brand image consistent. We find that these platforms give guests a voice to post what they are experiencing at our hotels from the dinner they ate in our restaurants to the latest wedding they attended.”
Valencia Group realized a 38 percent increase in overall social media campaign revenue using SocialREV in tandem with email marketing. The company also experienced an 86 percent increase in new reach with SocialREV.